New vision and technology put choice in the hands of editors, and now consumers, empowering them to personalize recommended content across the Web

Taboola, the leading content distribution and monetization platform, today announced the rollout of Taboola Choice: a vision and technology to democratize and personalize content discovery around the web. Taboola Choice empowers hundreds of millions of people and thousands of publishers and editors; enabling publishers to drive editorial voice and brand safety, and giving consumers the choice to personalize their content discovery experience.

Early Taboola Choice launch partners include top publishers such as Time.com and Boston.com. Taboola Choice will become available across the Taboola network to all users in the upcoming months.

To date, Taboola's patent-pending technology has allowed users to express favor for recommended content they enjoy just by clicking on it. With Taboola Choice, users can now also provide specific feedback on content they dislike and prefer not to see again.

As people discover content with Taboola, they can now simply click "X" on recommended articles or videos they do not like. This results in the user never seeing that article or video again across Taboola's entire network of publishers. With three billion content recommendations daily and thousands of publisher partners, the company believes this crowd-sourcing capability not only enables consumers to participate in the content conversation, but could vastly enhance the curated content experience around the web.

"Taboola recommends millions of articles and videos and we believe in democratizing the content experience by giving editors and users choice. For users, by simply clicking on what we like and filtering out what we don't, we all become a part of the conversation, personalizing our web experience. This is a tremendous step forward for our content-driven world," said Taboola CEO Adam Singolda.

"There are real innovations out there, such as the recent relaunch of the Y! homepage -- allowing people to like or dislike content on Y! -- and Facebook's Ad-Mute, which allows disablement of ads on Facebook. Taboola is taking the next step by empowering users to personalize content across the entire web," added Singolda.

To continuously drive editorial integrity and brand safety, Taboola Choice streams real-time data to publication editors' desks, informing them of what top items are being clicked on and what content is being filtered. Such information offers tremendous insights and can help drive the editorial voice of Taboola's publisher partners.

Taboola's engine will also leverage Taboola Choice's new, anonymous user-feedback data to further refine its recommendations, driving even higher engagement, re-circulation, monetization, and audience development performance.